Accenture Social Media Round Table 6 march 2013
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Social Media Roundtable Amsterdam, March 6, 2013
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Transcript of Accenture Social Media Round Table 6 march 2013
Social Media Roundtable
Amsterdam, March 6, 2013
Welcome 17:00
Opening & introductions 17:30
Introduction to the themes 18:00
Round table dinner 18:30
Wrap-up 20:45
Closing & drinks 21:00
Agenda
2
3
Introductions
What’s on your LinkedIn
profile?
What would you like to
contribute to this group?
What would you like to get
out of this group?
Attendees
4
Marjolein Poot KPN Social Media Strateeg
Kors van Wyngaarden Philips Sr. Marketing Director Imaging Systems
Clive Roach Philips Senior Web Program Manager
Patrick Hart Philips M2O Business Platform Lead
Blake Cahill Philips Head of Digital & Social Marketing
Sander Nube ABN AMRO Social Media Manager Particulier
Frank Jan Riseeuw ING Social Media Manager
Maarten Keijser Onderlinge Manager Communicatie
Pascal Hopman BMW Social Media Mgr
Tom Zwart NS Social Media Manager
Mark Bastiaans Argos Online Marketeer
Fedor van Herpen Eneco social media manager
Hilde Albregts Shell Global Loyalty/B2C payment operations team lead
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The pitches
Social Media & Customer
Service (webcare)
Social Media Roundtable
Amsterdam, March 6, 2013
Should webcare be a
full service channel?
What are the key
challenges?
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8
Should webcare be a full
service channel?
Do my customers really want to engage on social media?
9
Is social customer service relevant for all industries?
10
What is the goal of social customer service?
Customer Acquisition
Using Social Media to
Market and Sell
your products & services
Customer Experience
Using Social Media to
Serve, Grow, and Retain
your customers
Customer Innovation
Using Social Media to
Solicit Ideas and Collaborate
with your customers
Engage
Customer Insight
Using Social Media to Listen to and Understand your customers
Listen
Goal: decrease service costs while delivering a service experience that not only fulfills your
request, but that is personalized, is delivered when and where you want it – at speed
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How are other companies doing social customer servicing? Giffgaff outsourced their webcare to their customer community, with a small customer service team which provides further support when issues cannot be directly resolved
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How are other companies doing social customer servicing? AirAsia manages all Tweets directly on their main profile, using a singular point of contact
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How are other companies doing social customer servicing? AT&T makes their social media interactions personal by adding the name of the customer service agent to their replies
How are other companies doing social customer servicing? UWV is very active on other forums instead of sticking to their own social accounts
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What are the key
challenges?
What are the key challenges in social customer service?
1. Choosing a monitoring & engaging tool for your webcare team
2. Recognizing your customer on social media channels (e.g. link
usernames on twitter to customers)
3. Defining KPI’s for the webcare team & measuring the success of
the webcare team in both customer satisfaction and efficiency (e.g.
costs per webcare contact versus costs per call)
4. Organizing the webcare team within the organization (part of the
contact center or not?)
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Social Media & Corporate
Communications
Social Media Roundtable
Amsterdam, March 6, 2013
Monitor and manage
reputation
Generate insights from
listening
Become a media
agency
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Monitor and manage
reputation
What to do when…
Your brand is associated with unwanted events ?
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What to do when…
You receive 100.000+ new slogans consumer created slogans
and they get upset theirs is not chosen?
22
What to do when…
A fake account of your brand is created or your account is being
hacked?
23
What to do when…
Activists claim your Facebook page?
24
What to do when…
Your employees create some buzz for you?
http://www.youtube.com/watch?v=C5uIH0V
Tg_o http://www.youtube.com/watch?v=4ESU
_PcqI38
25
Generating insights from
listening
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Event Observation
Top Story Identification
Reputation Alert
Topic Seismograph
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3
2
1
Monitoring methodology Insights by listening on different levels
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Isolated customer Customer and environment
Social media helps to identify networks
Traditional Social
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Relationships Who communicates with whom?
How do information and influence flow?
1
What is the structure of existing relationships?
Who is influential? Who is influentiable?
Key questions
Communities
Influence dynamics
Individual roles
2
3
4
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Business Community
Direct Community Residential Community
Bridge Community
Identify several types of communities
Becoming a media
agency
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Becoming a media agency
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Social Media: Change and
Governance in organisations
Social Media Roundtable
Amsterdam, March 6, 2013
Key Questions
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Operating
model
How do we organise Social reactions to
be treated by the appropriate
department?
How do we bring about change with our
people and our ways of working?
1
How do we develop efficient workflows
for Social activities within the
organisation?
How do we set up R&R which are
scalable, flexible and are well
coordinated and get executive support?
Processes
Change
management
Roles &
Responsibiliti
es
2
3
4
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Social Media contributes to several business goals, which
makes governance and change a greater challenge
Increase Customer
Satisfaction Increase Sales Innovate
Influence Customer
Behavior Reduce Costs Enhance Brand
35 35
The more types of Social interactions, the more profound
impact of Social on your organisation
Peer-Peer Interaction Information sharing
Relationship building
Opinion sharing
Discussion
Idea sharing
Complaints
Questions
Jokes
Gossip
News, etc
Employee-Employee
Interaction Information sharing
Relationship building
Opinion sharing
Discussion
Idea sharing
Questions
News
Employee-Customer Interaction Information sharing
Relationship building
Opinion sharing
Discussion
Idea sharing
Complaints
Questions
Data Collection/Mining
Sentiment Monitoring
Brand association monitoring
Marketing ROI assessment
Which interactions are you looking to enable, support and manage?
Outside Company Inside Company
36 36
Social Media Capability Overview
React PR, IR,
Com
Drive Marketing (op)
Sales, Recruiting
Support Customer Care
Learn R&D, Marketing
Customer Insight
Serve IT, multichannel
Social CRM Transformation Program
Social media
monitoring & alerts
Social media
analysis
Engagement
management
On-board Social Media
Off-board Social Media
CRM integration
Seed tracking & attribution
(ROI)
Profile-based optimization
Multichannel integration
Listen Engage Optimize
WHY? HOW? HOW?
Your Social Media strategy identifies business opportunities
and defines the prioritized capabilities to be developed
37 37
Organizational Design – How do you organize your social
media capability and how are resources allocated?
Source: Altimeter Group
38 38
From CoE > inability to scale, few
experts and ‘one trick pony’
To Distributed model >
• greater efficiences & benefits
• define broader social agenda
• increased adoption & social
courage
Enablers:
• C-suite prioritization
• Shared objectives and
responsibilities
• Integrated KPIs and keep focus
Case : Fedex transitioning from a Centre of Excellence to a
Distributed model
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Social Medias
Change
Current Situation
Future Situation
Traditional Change
Management Approach
“valley of despair”
Organizational Performance in Changing Times
per
form
ance
time
Organizational performance in changing times
40 40
Collaboration
Change
Measurement
Employee
Involvement
Communications
Learning &
Training
Social Media
Knowledge
Capital
How to adopt Social Media for Change Management
capabilities
41 41
Social Media integration with ATL
Marketing campaigns
Social Media Roundtable
Amsterdam, March 6, 2013
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1. ATL – BTL; What are Marketeers doing?
2. Why integrate ATL with Social Media?
3. What are successfull examples?
There is a progressive shift across industries towards a more
customer-insight-driven marketing
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Indirect
Consumer
Relationship
Direct
Customer
Relationship
Product-Centric
Marketing
Customer-Centric
Marketing
Brand and
Creativity
Above
The Line
Above + Below
The Line
‘Historical’
FMCG
Marketing
School
Customer
Insight
Marketing
School
Brand & Creativity +
Data-driven Insight
From name-less Consumers to Named Customers
The shift to customer-insight-driven Marketing is supported by
an increase in BTL spending
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1. BTL spending grew
relatively harder than ATL
2. Digital spending has grown
the most
3. Highest growth in spending
for Mobile and Social
*
*
*Source: Winterberry Group, 2013
What can be the role of Social Media in a successful TV
commercial?
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+
Likeability of TV comm. Conversation Impact on Sales
Source: InSites Consulting samen and Vlaamse Media Maatschappij , 2011
Conclusion
1. Accelerates the conversation your adds initiate
2. Increases brand engagement
3. Generates customer insight
4. Improves customer relevancy
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Social Media integration with ATL Marketing..
..But what are your experiences?
1. Success stories or failures?
2. Potential challenges?
3. Results?
Thank you!
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Accenture &
Social Media
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